When the Los
Angeles-based investment firm Yucaipa Companies headed by legendary investment
Guru Ron Burkle bought Fresh & Easy from Tesco industry insiders including
Foodservice Solutions® Grocerant Guru™ speculated that it would not be long
until Fresh & Easy incorporated the halo of “better for you” from a brand
that Yucaipa previously acquired Wild Oats.
So, that’s exactly what has been happening. Now Fresh & Easy is partnering
with Wild Oats to introduce several new
organic and fresh food products under the Wild Oats label.
Some of the new organic items
will include “milk, almond milk, salads, sandwiches, sliced breads and hummus,
all of which will adhere to USDA guidelines for organic certification, Fresh
& Easy said. Prices range from $3.99 for a half-gallon of milk, a loaf of
bread or 8 ounces of hummus and $5.99 for a 7-ounce sandwich to a range of $6.39
to $7.49 for a 14-ounce salad.”…
“Fresh, non-organic items from
Wild Oats will include cage-free eggs, which carry a “laid-on” date; handmade
tuna salad sandwiches, fresh mozzarella and original parfaits. Prices range
from $3.99 for a dozen eggs or 8 ounces of mozzarella, $3.49 to $4.49 for
parfaits of between 7 ounces and 8.5 ounces up to $5.99 for a 5-ounce tuna
sandwich.”
Fresh & Easy CEO Jim
Keyes stated that “Wild Oats products have been a huge hit and contribute to
our mission to make Fresh & Easy the preferred destination for convenient,
affordable and high-quality foods.”… “We are excited about bringing innovative
new products to our customers and believe that fresh is the natural evolution
in organic food offerings.
Foodservice Solutions® Grocerant
Guru™ Steven Johnson stated “blending Wild Oats with Fresh & Easy will
edify both brands, expanding the halo of “better for you” with fresh prepared
food will drive top line sales and bottom line profits. Clearly Ron Burkle understands the consumer
and food retail today.”
Invite Foodservice Solutions® to complete a Migration Marketing assessment, grocerant program assessment. No other foodservice
research or marketing company has focused on the Grocerant niche since 1991. For brand, product placement, menu positioning
assistance simply call Foodservice Solutions® 1-253-759-7869 or visit: www.FoodserviceSolutions.us 
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